The document discusses the challenges of marketing in the age of the customer and how to achieve customer-obsessed marketing. It recommends using an integrated online marketing suite centered around a customer data hub to coordinate cross-channel messaging, automate multi-step campaigns, and analyze marketing performance across the entire customer lifecycle. The vision is for customer lifecycle marketing systems that manage all customer interactions and help marketers build relationships, convert prospects, and measure ROI.

1. The Age of the Customer:
Automating and Optimizing
Audience Engagement

2. Your Speakers
Jon Miller
VP and
Co-Founder
@jonmiller
Guest Speaker
Cory Munchbach
Analyst,
Forrester Research, Inc.
@corinnejames

3. Today’s Topics
• Welcome to the age of
the customer
• Challenges for today’s
marketers
• Getting to customerobsessed marketing
• What a “Customer Life
Cycle Marketing System”
looks like
#RevEngine
@jonmiller

4. Quick Housekeeping
• Chat box is available if you have any
questions
• We will be recording the webinar for
future viewing
• All attendees will receive a copy of the
slides/recording
• Twitter hashtag: #Marketo
#RevEngine
@jonmiller

5. Cory Munchbach, Analyst
December 12, 2013
@corinnejames

6. Agenda
› Welcome to the age of the customer
› Challenges for today’s marketers
› Getting to customer-obsessed
marketing
© 2013 Forrester Research, Inc. Reproduction Prohibited
6

7. Michael Porter’s Five Forces Revisited In The
Age Of The Customer
October 2013 “Competitive Strategy In The Age Of The Customer”
© 2013 Forrester Research, Inc. Reproduction Prohibited

8. We Have Entered The Age Of The Customer
October 2013 “Competitive Strategy In The Age Of The Customer”
© 2013 Forrester Research, Inc. Reproduction Prohibited

9. Customer obsession:
A customer-obsessed enterprise focuses its
strategy, its energy, and its budget on
processes that enhance knowledge of and
engagement with customers and prioritizes
these over maintaining traditional competitive
barriers.
© 2013 Forrester Research, Inc. Reproduction Prohibited
9

10. The Chain Of Connections That Powers
Every Mobile Interaction
Source: The Mobile Mind Shift Index, April 19, 2013
© 2013 Forrester Research, Inc. Reproduction Prohibited
10

11. © 2013 Forrester Research, Inc. Reproduction Prohibited
11

13. The funnel isn’t the right approach for
modern marketing
© 2013 Forrester Research, Inc. Reproduction Prohibited
13

14. Source: January 22, 2013, “Embed The Customer Life Cycle Across Marketing” Forrester report
© 2013 Forrester Research, Inc. Reproduction Prohibited
14

15. Customers’ relationship with a brand as
they continue to discover new needs,
explore their options, make purchases, and
engage with the product or service
experience
Source: January 22, 2013, “Embed The Customer Life Cycle Across Marketing” Forrester report
© 2013 Forrester Research, Inc. Reproduction Prohibited
15

16. Source: “Customer Life Cycle Marketing Demands New Metrics,” June 2013
© 2013 Forrester Research, Inc. Reproduction Prohibited
16

17. Consumers interact in many ways
In which of the following ways have you engaged
with a company or brand in the past 3 months?
Registered for a promotion or entered in a
sweepstakes on a company or brand Web site
23%
Read an email advertisement or promotional
newsletter from a company or brand
21%
Clicked on a company or brand listing on a search
results page
17%
Watched a video produced by a company or
brand
14%
Downloaded content from a company or brand
Web site (e.g., coupons, product information)
13%
Clicked on an advertisement on a Web site or
search results page
Posted feedback on a companys Web site
12%
10%
Base: 35,696 US online adults
Source: North American Technographics Online Benchmark Survey (Part 2) Q2 2013
© 2013 Forrester Research, Inc. Reproduction Prohibited
17

18. Agenda
› Welcome to the age of the customer
› Challenges for today’s marketers
› Getting to customer-obsessed
marketing
© 2013 Forrester Research, Inc. Reproduction Prohibited
18

19. Narrow aperture of customer context

20. Lack of strategic focus

21. Misguided campaigns

22. Technology complexity and redundancy

23. Agenda
› Welcome to the age of the customer
› Challenges for today’s marketers
› Getting to customer-obsessed
marketing
© 2013 Forrester Research, Inc. Reproduction Prohibited
23

24. Integrated Messaging defined
Communications coordinated across
channels and platforms that focus on
driving desired behaviors, improving
outcomes, and maximizing value for
customers and marketers.

25. Today, most marketers don’t integrate

26. The online marketing suite integrates
execution capabilities around a central
data hub

27. Marketers have plenty of tools to tackle
the integration mandate

28. Use the tools to create customerobsessed engagement
› Real time interactions
› Relevant data
• Behavioral
• Contextual
• Conversational
› Consumer priorities
© 2013 Forrester Research, Inc. Reproduction Prohibited
28

29. Longer Vision: Customer Life Cycle
Marketing Systems
A central technology hub that
allows marketers to manage
every interaction between the
company and its customers as
they progress along the
customer life cycle
© 2013 Forrester Research, Inc. Reproduction Prohibited
29

30. Customer Life Cycle
Marketing Systems

31. Execute
campaigns
incredibly fast
Measure
and optimize
Build
relationships
with prospects
and customers
Convert more
prospects,
more quickly

32. Database of Record
Web
Email
Campaign
History
Social
Demographic
Transactional
& CRM
Firmographic

33. Workflow / Automation

34. Multi-Channel
Program Execution

35. Analytics

36. Comparing with an ESP
Email Service Provider
Online Marketing
Sends mass emails
Tracks open rates and clicks
Easy to build landing pages and forms
Rich Behavioral Database
Website behavior tracking
Easy to create dynamic segments based on cross-channel behaviors
Powered by a smart marketing database (demographics, behaviors, transactions)
Multi-Channel Conversations
Easy to create multi-step campaigns with conditional logic
Intelligently delivers content with Smart Streams
Coordinate cross-channel interactions (direct mail, SMS, etc.)
Social sweepstakes and referral applications
Program ROI Analytics
Ability to define and measure a data-driven view of the buying cycle
Customizable time series reporting on marketing performance
Lead Management
Behavioral and demographic scoring to prioritize engagement
Comprehensive and flexible integration with CRM systems
ROI Analytics
Manage marketing budgets and forecasts seamlessly across teams
Measures impact of marketing programs on revenue
Ability to define and measure a data-driven view of the buying cycle
#RevEngine
@jonmiller
Marketing Automation

37. Sounds great, but I
have millions of
contacts!
#RevEngine
@jonmiller

38. Processes at scale
#RevEngine
@jonmiller

39. Tweetable Takeaways
• We have entered the “Age Of
The Customer”
• Empowered buyers demand a
new level of customer obsession
• Customer obsessed marketing
requires integration
• The online marketing suite
integrates execution capabilities
around a central data hub
• Marketo’s vision has four
components: database,
automation, multi-channel
execution, analytics
#RevEngine
@jonmiller
@jonmiller
@corinnejames
#Marketo

40. Your Speakers
Jon Miller
VP and
Co-Founder
@jonmiller
Guest Speaker
Cory Munchbach
Analyst
cmunchbach@forrester.com
@corinnejames